Carnival in Jamaica 2022: Is the Current Model Viable?

In March 2022, it was announced that Carnival in Jamaica would return after being postponed twice since the COVID-19 pandemic. The announcement was a relief to stakeholders and participants who were eager to return to the road. However, the return can best be described as lukewarm due to the short notice and resulting lack of interest. Although the festival lacked its usual number of overseas participants, there was nevertheless a return of the local patrons, who had not been the target market since the development of the brand Carnival in Jamaica. This paper reports the results of a study that used an ethnographic approach, which included observations, interviews, and analysis of social media posts to examine the rebound of the festival in 2022. [ABSTRACT FROM AUTHOR]